A Study On Profit-making Model Of Audio Book Publishing In China

Along with the era of media integration and mobile reading,audio book is becoming a new form of content which gives visually impaired,athletes,car owners and other groups a new reading option.Audio book publishing is meeting a development opportunity.In 2016,audio book became one of the fast growing categories in publishing which live up to expectations.Thus,audio book is considered “the next publishing focus” in the field of digital publishing.Compared with foreign audio book publishing industry,China's is still in the primary stage.It means enterprises need to explore the path of industry development based on the experience of domestic and international industry and their own advantages.In the exploration,the profit-making model is the primary consideration.Profit-making model is the core driving force of enterprise management.There are various problems in the process of enterprise growth,such as incomplete of distribution channels,confusion of copyright protection mechanism,lacking of quality control and so on,which influence the sustainable development of the industry.It has become an imperative thing for the development of audio book publishing exploring the effective profit-making model,optimizing the business structure,shaping the brand,improving the quality and efficiency of the industry.Firstly,this paper summarizes the background of the study based on the audio book publishing market situation in foreign and domestic markets and generalizes scholars' study on the audio book publishing by literature analysis and content analysis.Besides,the paper presents the significance of the study from theory and practice to sort out the ideas and methods of this study.Secondly,it defines the concept,classification and characteristics of the audio book,and analyzes the concept and factors of the profit-making model.The factors influencing profit-making model are industrial chain,capital,time,resources and core competitiveness.The theoretical supporting of the study are cost benefit theory,long tail theory,use and gratifications approach and resource integration theory.Thirdly,it summarizes and analyzes thoroughly four profit-making models in the field of China's audio book publishing based on the analyzing of the market reality.The four profit-making models are “free content+ advertising” mode,paid subscription mode,self-publishing mode and cooperative publishing mode.Fourthly,it analyzes the positive and negative factors of audio book profit-making model in China in detail innovating and exploring the effective profit-making model.And finally,exploring China's audio book profit-making model and proposing four models,“content+ platform+ terminal” mode,product derivative mode,audio book database sale mode and audio book crowd-funding business mode,which are analyzed in feasibility and problems that need to attend in practice.The purpose of the study is to propose reference of audio book publishing in China.